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In a recent interview, Cinelan co-founder Morgan Spurlock was asked about why the company is devoted to the idea of the 3-minute film. His answer was simple—audience size.

"What we've learned is that anyone will give a 3-minute movie a chance. It's one round of boxing. You may never watch a 90-minute documentary, but you will watch a 3-minute film if someone says, 'hey you should check this out.' So for us, we really want to use it as an introduction to a larger conversation, almost like an appetizer into a larger doc palate. Maybe, at some point, it will entice people to want to see more. With Cinelan and Focus Forward we will just continue to get people engaged."